Branded contests that bring consumers’ tweets and photos to billboards have proven to be a successful formula for engagement and exposure. Now, Pepsi Max is taking the union of social media engagement and outdoor billboards a step further, bringing user-generated Vine videos to billboards across the U.K.

The brand’s #LiveForNow campaign encourages consumers to submit “unbelievable” Vines (six-second videos) for the chance to see their video on huge billboards in seven British cities (AdAge).

Pepsi Max is using Twitter to promote the campaign, and has already taken over the billboards with messages encouraging consumers to submit their Vines. Pepsi Max’s creative agency will coordinate sifting through submissions and finding the best entries.

Chosen entries will be broadcast over the billboards, and also featured on a Pepsi Max YouTube channel. The brand has an impressive social media following in the UK: Pepsi Max UK’s Facebook page has over 1.1 million likes and @PepsiMaxUK has 59,000 followers on Twitter.

The campaign shows how social advertising is evolving; while posting consumer submissions on billboards is now almost commonplace (HTC One and Domino’s Pizza both recently had campaigns featuring fan-generated content on billboards in Times Square), Pepsi Max UK took the concept to the next level, incorporating Vine videos instead of just tweets or images. So the question is — what’s next?